/mkt-seo-audit

name: mkt-seo-audit
description: Run a comprehensive SEO audit — keyword research, on-page analysis, content gaps, technical checks, and competitor comparison. Use when assessing a site's SEO health, when finding keyword opportunities and content gaps competitors own, or when you need a prioritized action plan split into quick wins and strategic investments.
argument-hint: "<url or topic> [audit type]"

/seo-audit

> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).

Audit a website's SEO health, research keyword opportunities, identify content gaps, and benchmark against competitors. Produces a prioritized action plan a marketer can execute immediately.

Trigger

User runs `/seo-audit` or asks for an SEO audit, keyword research, content gap analysis, technical SEO check, or competitor SEO comparison.

Inputs

Gather the following from the user. If not provided, ask before proceeding:

1. **URL or domain** — the site to audit, or a topic/keyword if running in keyword research mode

2. **Audit type** — one of:

• **Full site audit** — end-to-end SEO review covering all sections below
• **Keyword research** — identify keyword opportunities for a topic or domain
• **Content gap analysis** — find topics competitors rank for that you don't
• **Technical SEO check** — crawlability, speed, structured data, and infrastructure issues
• **Competitor SEO comparison** — head-to-head SEO benchmarking against specific competitors

If not specified, default to **full site audit**.

3. **Target keywords or topics** (optional) — specific keywords the user is already targeting or wants to rank for

4. **Competitors** (optional) — domains or companies to compare against. If not provided and the audit type requires competitor data, use web search to identify 2-3 likely competitors based on the user's domain and keyword space.

Process

1. Keyword Research

Research keywords related to the user's domain, topic, or target keywords.

**If ~~SEO tools are connected:**

• Pull keyword data, search volume, keyword difficulty scores, and ranking positions automatically
• Identify keywords the site currently ranks for and where it's gaining or losing ground

**If ~~product analytics are connected:**

• Cross-reference keyword targets with actual organic traffic data to validate which keywords are driving visits and conversions

**If tools are not connected:**

• Use web search to research the keyword landscape
• Note: "For more precise volume and difficulty data, connect an SEO tool like Ahrefs or Semrush via MCP. The audit will auto-populate with ranking data."

For each keyword opportunity, assess:

• **Primary keywords** — high-intent terms directly tied to the user's product or service
• **Secondary keywords** — supporting terms and variations
• **Search volume signals** — relative demand (high, medium, low) based on available data
• **Keyword difficulty** — how competitive the term is (easy, moderate, hard)
• **Long-tail opportunities** — specific, lower-competition phrases with clear intent
• **Question-based keywords** — "how to", "what is", "why does" queries that mirror People Also Ask results
• **Intent classification** — informational, navigational, commercial, or transactional

2. On-Page SEO Audit

For each key page (homepage, top landing pages, recent blog posts), evaluate:

• **Title tags** — present, unique, within 50-60 characters, includes target keyword
• **Meta descriptions** — present, compelling, within 150-160 characters, includes a call to action
• **H1 tags** — exactly one per page, includes primary keyword
• **H2/H3 structure** — logical hierarchy, uses secondary keywords where natural
• **Keyword usage** — primary keyword appears in the first 100 words, used naturally throughout, not over-stuffed
• **Internal linking** — pages link to related content, orphan pages identified, anchor text is descriptive
• **Image alt text** — all images have descriptive alt attributes, keywords included where relevant
• **URL structure** — clean, readable, includes keywords, no excessive parameters or depth

3. Content Gap Analysis

Identify what's missing from the user's content strategy:

• **Competitor topic coverage** — topics and keywords competitors rank for that the user's site does not cover
• **Content freshness** — pages that haven't been updated in 12+ months and may be losing rankings
• **Thin content** — pages with insufficient depth to rank (under 300 words for informational queries, lacking substance)
• **Missing content types** — formats competitors use that the user doesn't (guides, comparison pages, glossaries, tools, templates)
• **Funnel gaps** — missing content at specific buyer journey stages (awareness, consideration, decision)
• **Topic clusters** — opportunities to build pillar pages with supporting content

4. Technical SEO Checklist

Evaluate technical foundations that affect crawlability and rankings:

• **Page speed** — identify slow-loading pages and likely causes (large images, render-blocking scripts, excessive redirects)
• **Mobile-friendliness** — responsive design, tap targets, font sizes, viewport configuration
• **Structured data** — opportunities for schema markup (FAQ, HowTo, Product, Article, Organization, Breadcrumb)
• **Crawlability** — robots.txt configuration, XML sitemap presence and accuracy, canonical tags, noindex/nofollow usage
• **Broken links** — internal and external 404s, redirect chains
• **HTTPS** — secure connection, mixed content issues
• **Core Web Vitals signals** — LCP, FID/INP, CLS indicators based on observable page behavior
• **Indexation** — pages that should be indexed but may not be, duplicate content risks

5. Competitor SEO Comparison

For each competitor, compare:

• **Keyword overlap** — keywords both sites rank for, and where each site ranks higher
• **Keyword gaps** — terms the competitor ranks for that the user do